SOCIAL RESPONSIBILITY

Caring about and sharing with

others, no matter how rich or
poor you are, gives real
meaning to your life and
success.
Steven J Stein, PhD, co-author
The EQ Edge

Emotional Skills measured on the EQ-i

INTRAPERSONAL

Self-regard
Emotional self-awareness
Assertiveness
Independence
Self-actualization

ADAPTABILITY

INTERPERSONAL

STRESS
MANAGEMENT

Empathy

Social responsibility

Interpersonal relationship

Reality testing
Flexibility
Problem solving

Stress tolerance
Impulse control

GENERAL MOOD

Optimism
Happiness

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

Social Responsibility

Ability to be a cooperative and contributing

member of your social group
Acting responsibly even when you might not
benefit personally
Doing things for and with others, accepting
others, acting in accordance with your
conscience and upholding social rules
Acting on something because it is beneficial to
others

Social Responsibility
TOO High

Take on too much/stressed out/health suffers

Can be taken advantage of
Make popular choice not right choice
Abide by rules no matter what

TOO Low
Self-centred
Take advantage of others
Detachment from group work

Personal Social Responsibility

Ideally a PSR-aware person will:
1.
2.
3.

4.

Always endeavor to have a positive

effect on others.
Have a mind set to contribute.
Refrain from causing negativity in
her/his environment e.g. by throwing
litter on the ground, or by gossiping.
His/her social and economic activities
will have a positive or neutral impact on
the environment.

Do unto others as you would have

~ Strategies do
for Success
~ The you
Lawrence Kinlin School of Business ~
them
unto
www.personalsocialresponsibility.com

Social responsibility is
about giving to others
and giving back to the
community

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

Vote
Recycle
Give blood
Pick up litter
Active Rotarian
Dont drive drunk
Donate to charities
Ride bike instead of drive
Be active in my local church
Work with somenon-profit groups
Collect/donate old clothes, items, etc.
Pick up debris in public areas, parks, etc.
Provide personal services to my local
community

Some ways to contribute to community

Business -- Corporate Social Responsibility

CSR means doing the right thing.

A companys commitment to CSR
implies ethical conduct and a moral
sense of what is right and what is
wrong.
It should aim to eliminate or
minimize any negative impact of its
activities.
~ Strategies forbusiness
Success ~ The Lawrence
Kinlin School of Business ~

Corporate Social Responsibility

companies integrate social an
environmental concerns int
their business operations an
in their interaction with the
stakeholders on a voluntar
Sustainability
basi
enterprises should mak
decisions based not only o
financial factors but als
based on the immediate an
long-term social an
environment
Benefits of Social Responsibilit
consequences of the
Reduced cost
activitie
Increased business lead
Increased reputatio
Increased staff morale and skills developmen
Improved relationships with local communit
partners and client
Source:
Innovation
inhttp://www.industryplayer.com/corporate_social_responsibility.php
processes, products and service

The 4-Way Test

Developed by a business owner whose
business was financially in trouble near the
Great Depression the test increased morale
and promoted business later adopted by
Rotary International
The test asks

1.
2.
3.
4.

Is it
Is it
Will
Will

the TRUTH?
FAIR to all concerned?
it build GOODWILL and BETTER FRIENDSHIPS?
it be BENEFICIAL to all concerned?

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

Triple bottom line

Consideration of financials, social responsibilities, environmental
responsibilities
Ethical CSR
The purest or most legitimate type of CSR
Organizations pursue a clearly defined sense of social conscience
in managing financial responsibilities to shareholders, legal
responsibilities to community/society, and their ethical
responsibilities to do the right thing for all their stakeholders
Explain the term Altruistic CSR
Embarks on specific initiatives to give back to local community or
national/international programs.
Explain the term Strategic CSR
Greatest risk of being perceived as self-serving behavior
Targets activity that will generate most positive publicity or goodwill
~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

SUNCHIPS
CORPORATE SOCIAL RESPONSIBILITY OR
PERSONAL GAIN?

SunChips Situational Analysis

SunChips reputation as reputation for healthier
snack
Strong growth hitting its peak in 2007, then
growth began to stall
Around some time, an increase in recognition of
relationship between human health and the
planet's health
SunChips repositioned itself to go green
In 2008, SunChips announced 50-acre solar
field (so that SunChips could be made using
solar energy)
In 2009, SunChips launched first compostable
~ Strategies for Success ~ The Lawrence Kinlin School of Business ~
packaging

SunChips Execution How Did They Go

Green?
The 2008 launch used the sun!!!

A national double-sided newspaper ad was blank on one side except for the
words "please hold this page up to the sun." Print bleed-through from other
side then completed the message: "This is a solar-powered ad to tell you
about our solar-powered chip.

A billboard with special cut-outs used the sun's movement to reveal the
message - and a time-lapse video of this was also posted on the internet.

Two national TV commercials supported the launch, along with magazines

and a website.

The 2009 used videos and the Internet!!!

A time-lapse video of a bag disintegrating underground. It ran on American

Idol on the evening before Earth Day, only once, but it was then seeded on
video sharing sites.

A real compostable bag ran as an insert in People magazine, and a

partnership with National Geographic led to a Green Effect Consumer
Program.

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

SunChips Click below for 2 videos

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

What were the results??

The campaign was a resounding
success!
Sales for the 2008-2009 period were
17% above the 2007 baseline.
Walmart, the world's largest retailer,
selected SunChips as one of its three
coveted "Value Producing Items"
during Earth Month 2008.
~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

Doing what is right in

Advertising
Sales
Public Relations
Finance
Human Resources
Marketing

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

Posters of half-naked youth were seized from a

Abercrombie & Fitch.

Virginia
This and one other marketing image went up in
363 stores across the U.S.A.
(Bruce Weber)
Soc
ial
Res
pon ly
sible
?

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

SOCIALLY RESPONSIBLE??
Addressing changing food
values
Health and
fitness have become increasingly
important social issues in the twenty-first
century. With concerns about rising obesity
levels and a greater understanding of the
importance
of goodtook
nutrition,
consumers
McDonalds Australia
a two-fold
approach have
been
demanding
healthierand
food
options.
improving
existing products,
creating
new ones.
Existing products were improved by methods that
include:
Switching to canola and sunflower oil blend (lower in
saturated fat)
Reducing the amount of salt
New products include:
The Salad Plus range, with items containing less than
10 grams of fat

For a food retailer known for fast food

with taste and convenience, what would
be the implications of focusing on health
and nutrition, which are often bland (or
perceived to be so)?
Can it sustain its profitable growth in the
long run with such initiatives?
How far can the restaurant be accused for
what one eats?
Where does the social responsibility lie??

Ask yourself

Should a business be expected

to act in a socially responsible
manner?
Does it make good business
sense?

~ Strategies for Success ~ The Lawrence Kinlin School of Business ~

In-Class Activity:

http://video.ca.msn.com/watch/video/no-to-n
icotine-smoker-2-calls-it-quits/17yukedr3

In groups of 3-4, consider the following questions in relation to

this video:
1. Who is responsible for this situation? The parents? The
government? The world? In other words, does this case call
for more of a personal social responsibility or a corporate
social responsibility?
2. What should be done about this? Be clear on what you feel an
action plan would be.